演講者簡介 : Chen-Ying Huang received her Ph.D. in Economics from Harvard University in 1999. She is currently Professor of Economics at National Taiwan University. Her research fields are microeconomic theory and its experimental applications.
演講摘要 : We study the decoy effect behaviorally and neurally. When the chosen option dominates the decoy, the reaction time is significantly shorter than that when instead it is the unchosen option dominating the decoy. Striatum activity is found to be more active in the former than in the latter. Moreover, it is primarily those who have many preference reversals behaviorally exhibiting this differential Striatum activity. We adopt the concept of drift diffusion model to estimate the trial-by-trial strength of the decoy effect. The inferior parietal lobule is more active when the strength of the decoy effect is weaker whereas it is less active when the strength of the decoy effect is stronger. Looking across subjects, we discover that this differential inferior parietal lobule activity positively correlates with how strongly a subject is affected by decoys behaviorally.
